The B2B marketplace continues to change — rapidly and radically. In today’s commoditized economy, features and benefits are no longer the differentiators they once were. In their place, thought leadership — the sharing and selling of big ideas and expertise — has proven critical to consumer engagement and business growth. But is thought leadership at risk of becoming a commodity too? Absolutely, says Stern Group Vice President Ned Ward. Listen to his perspective on the evolving landscape and advice for steering clear of the thought leadership commodity trap.

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